01055pab a2200169 454500008004000000100001400040245006700054260000900121300001500130362001100145520054600156650001400702773003400716909001000750999001700760952010800777180718b2001   xxu||||| |||| 00| 0 eng d  aRao, S.L.  aRise and fall of fast moving consumer goods: a marketing story  c2001  ap.4375-379  a24 Nov  aThe mindset of Indian companies was formed by over 40 years of industrial licensing which limited production capacities.  Capacity limitations made premium products the appropriate response.  In addition there was the influence of the approach of the multinational companies that value was more important than price and that product features would attract consumers more than low prices.  We find it difficult to consciously reduce features, and even value in products, so as to give the mass market consumer what he can afford. - Reproduced  aConsumers  aEconomic and Political Weekly  a50715  c50715d50715  00104070aIIPAbIIPAd2018-07-19hVolume no: 36, Issue no: 46-47pAR51143r2018-07-19w2018-07-19yAR